Christina Galanis

Editor, Interactive MediaUnited Health Services

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Wilson Memorial Regional Medical Center

* Open-heart surgery* Brain and spinal surgery* Neonatal Intensive Care Unit* Designated Teaching Hospital

Binghamton General Hospital

* Physical Medicine and Rehabilitation* Emergency/in-patient mental health* Behavioral health* Renal dialysis

Unique Regional Programs

• Started registering patients in August 2002with 3 practicesBegan Rollout to all UHSH and UMA practices in June, 2003

• Now fully implemented at 59 practices and hospital departments

• 2315 patients currently enrolled

• 1,700 using Health Manager Tool

Early Marketing Efforts

• Began with Posters, Brochures, Postcards mailed to patients.

• Some stars at practices, but not the numbers we wanted

• Big surge as they came up on Patient Link and/or the contest…thenthey would “forget” to mention.

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E-Marketing and the Empowered Consumer

• We wanted to blend the PatientLink experience with the Health Manager “shared data” tool

• But we were stumped on the registration process going thru the practices

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We wanted to message demographically, but just weren’t getting the numbers signing up and clicking to register on Health Manager

So…..

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Nurse Direct/Stay Healthy

• Physician referral service

• Outreach to community– BC Walks

– Obesity & Smoking cessation

– Disease Screenings

• Regional referral source

We Took Over!

• Set up at StayHealthy at the Mall

• Trained the Nurses there

• Got lots of ideas on how to incorporate into their disease mgt programs

• First Step…Fax your registrations to us!

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Stay Healthy Window Banners

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Practice Fax Form

Still not enough!

• So we went with what we know

• OnLine Registrations

• Firmed up the procedure and process

• Add a button in the physician directory…4th most visited part of uhs.net

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Patient Link: Flow of Patient Registration

Patient

At PracticeAt StayHealthyCall in, Stop in,

Or Log on

Practice intakes consentAnd interest forms

If Registering for a practice,Photocopy drivers licenseAnd fax it and consent to

practice

Practice faxes information toMall and patients are registeredFor practice, Nurse Direct and

Interests are added

Patient is registered with Practice, Nurse Direct and

Interests are added

Patient Can Register On-line

WOW!

• Averaging 6 per day online

• Practices still Registering on their own

• Attending Health Fairs and Community Walks…surge when we do.

• Revamping our online process

Personal Health Manager

User customized homepage, including dynamic steps for the user based on

their identified

health goals and risks

4 main sections for easy

navigation

Health Management

Tools

Personalized to the user

Health Improvement Programs

Now let’s drive ‘em in, so they can sign ‘em up

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More marketing efforts underway

• Internal & External Newsletters

• Demo Site on CD for handout

• 10 minutes at disease mgt meetings

• Display for HealthFairs/Walks

• Demo site running on Kiosks

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Using E-Marketing Tool

• Ability to demographically target specific members based on stated interests as well as usage patterns

• Created an IBS Class, based on registration trends and sold out the class.

• Added so many new registrants to a new spinal surgery procedure seminar, they had to add two new sessions.

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